Content Monetization in the Social Web

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Content Monetization in the Social Web

  1. 1. CONTENT MONETIZATION IN THE SOCIAL WEB: HOW CAN YOU MAKE MONEY OUT OF SOCIAL?James CarsonDirector, Carson Content Carson Content
  2. 2. ABOUT ME I was Head of Digital Marketing at Bauer Media. I’m currently a freelance Content Strategy consultant. I offer services in Content Strategy & Planning / Relaunches / Social Media and SEO strategy. @mrjamescarson http://uk.linkedin.com/in/jacarson85www.carsoncontent.com Carson Content
  3. 3. SHOW METHE MONEY! Carson Content
  4. 4. MAKING MONEY CONVERSIONS ADVERTISING • Increase in unique website visitors • New Facebook Likes / Twitter Followers • 300% increase in YouTube viewsNON FINANCIAL IMPACT • Increase in visits to onstreet store • Volume of impressions • Comments on a blog post MARKETING BUSINESS PROCESS COST SAVING Carson Content
  5. 5. Carson Content
  6. 6. MAKING MONEY The Investment Return Relationship FinancialInvestment Action Reaction Nonfinancial Impact Impact Carson Content
  7. 7. CAMPAIGNS Carson Content
  8. 8. EARNED MEDIA VALUE Carson Content
  9. 9. Carson Content
  10. 10. TRAFFIC =AD REVENUE (AND SOMETIMES SALES) Carson Content
  11. 11. HOW MUCH??WEBSITE CPM = £20 per M PAGES per VISIT = 10 2p per pageview CREATE MEASURED GOAL SETS 20p per Visit Carson Content
  12. 12. VISIT VALUE
  13. 13. SOCIAL MEDIA TRAFFIC EQUITY Larger Comps, ads, engagement Social Social Profile Profile Even Larger Data Capture/Polling Social Profile Referral site Destination Website Links Carson Content
  14. 14. SHOW ME THE MONEY Carson Content
  15. 15. http://www.facebook.com/playboy/app_618339694862348http://www.facebook.com/seventeenmagazine/app_267268866717314
  16. 16. Carson Content
  17. 17. CASE STUDY5 KEY LESSONS LEARNT
  18. 18. #1 CREATE MULTIPLE GOALSMake more profit is not a clear goal – think about multiple goal sets and benefits in a strategy.
  19. 19. #2 DON’T MISTAKE GOALS FOR STRATEGYThink about how you will achieve those goals and what you are going to do about it.
  20. 20. #3 RESOURCE UPGet people in the right places and make them available. Need a developer to change your experiences? Get one!
  21. 21. #4 INFORM SALES TEAMSDo this more than once. They need to know the platforms inside out in order to sell.
  22. 22. #5 TRY TO BUILD YOUR OWN PLATFORM Using 3rd party platforms is expensive.

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